The purpose of this project is to understand why adolescents are an important target and that it cannot be ignored by brands in these modern times. Indeed, companies spending on advertising for teenagers have exploded in recent years. The two main objectives of this project are: firstly to investigate the power of influence of teenagers when purchasing products, and secondly, to analyze the influence of brands on the purchasing decision of teens.
Thanks to the literature review, we can understand the psychology of adolescents, and their behavior in relation to brands. Moreover, because of their young age, they will be the future consumers, and that is why brands want to secure their loyalty. Thus, brands have developed and used new means of advertising and communication in order to attract them, and to influence them in their purchasing decision.
The marketing research process permits to conduct the research project from the introduction to the conclusion. First of all, the aim is to identify the problem definition, the objectives and the hypothesis of the study. Then, a descriptive research has been chosen to conduct the data collection and analysis phases of the research project. Secondary data, such as newspapers, websites and books have been used to get information on the subject. Concerning the primary research, the quantitative research with surveys is used to gather data in relation to the study. Finally, there are the sampling and the fieldwork permits for the data collection.
The findings and the data analysis highlight the attitudes of adolescents in relation to brands and their consumption habits. It shows that teens are very susceptible to trends that allow them to socialize and acquire a status in society. Moreover, the results show the influence of adolescents in relation to marketing strategies used by firms to encourage them to buy more. We see that teenagers mostly buy products based on brand, and opinions of their entourage.
[...] Appendices Questionnaire Teenagers: a marketing target I am currently a student in Ireland, and I am doing a project on teenagers as a target in marketing. I need honest answers. The answers will be anonymous and confidential. The results will help me for my study. Are you? A Male A Female How old are you? Between 11-12 years Between 13-14 years Between 15-16 years Between 17-18 years Are you in? College High School What is your amount of pocket-money per month? [...]
[...] There are several methods of probability sampling which are: (Green&Tull&Albaum Research for marketing decisions, Prentice-Hall International Edition) Simple random sampling : it is in which each sample element has a known and equal probability of selection”. Systematic random sampling : which are drawn by starting at a randomly selected element in the sampling frame and then taking every nth element Stratified random sampling : Where the population embraces a number of distinct categories, the frame can be organized by these categories into separate "strata." Each stratum is then sampled as an independent sub-population, out of which individual elements can be randomly selected Cluster random sampling : a researcher selects the sample in stages, first selecting groups of elements or clusters, and then selecting individual elements from each cluster Non probability sampling means population elements are selected on the basis of their availability or because of the researcher's personal judgment that they are representative. [...]
[...] Thus, even without marketing strategies, trends have a direct impact on their purchasing decision. However, for an adolescent to buy a brand, according to respondents, it is necessary that the brand has a good reputation and image among his entourage, that is to say, that his friends consider it as a brand. Indeed, recipients will be more influenced to buy a brand over another one, if one possesses a good reputation among his friends or family. Indeed, for teenagers, the view of friends is more important than an advert, because it is important for them to look in front of their friends. [...]
[...] Sombandhit, Le marketing des ados :quelles clés du succès?, Visionnarymarketing) The politic of distribution and price Brands that target the adolescent population begin as luxury brands do; to create a new concept store dedicated to teens. These stores have characteristics such that they offer several product lines and prices for teens. Moreover, teenagers can find different brands, both for girls and boys, and for different styles. They also have corners of relaxation and focus to meet and discuss news and other topics (M. [...]
[...] Introduction Problem definition Research question: The problem definition of this research project is to understand what makes teenagers a marketing target more and more privileged by the brands today in France and how are they urged by the brands to purchase? Research hypothesis: The research hypothesis is that teenagers can identify themselves through the brands, which offer them a social recognition among the others; thus, it encourages them to purchase some brands. Furthermore, teenagers represent the buyers of tomorrow and can influence the purchase behavior of their family, that is why the firms want to secure their loyalty. [...]
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